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Part of every company's major goal in expanding its influence and increasing its profitability is the task of developing brand-building strategies. The brand-name, whether of a specific product, service or the company itself, identities for the public the value of the thing it represents. People look for quality, dependability and durability in things they buy or business relationships they enter into. Once a firm establishes a trusted brand-name, customers are not far behind in supporting it.